Ian Macleod Distillers has installed its first ever Edinburgh Gin wall bays at World Duty Free stores at Edinburgh and Stansted airports.
The eye-catching Wonder Wall permanent displays in the gin fixture capture passenger attention and highlight the brand’s point-of-difference as the pioneers of the flavoured gin category. Edinburgh Gin was the first to bring the Rhubarb & Ginger flavour to the market in 2014 and pioneered the category with the creation of its Raspberry liqueur in 2010. The fixture acts as a beacon, with vivid and colourful graphics highlighting the intense natural flavours that characterise Edinburgh Gin.
Bottles of full strength flavoured gins, Edinburgh Gin Rhubarb & Ginger and Watermelon & Lime draw in shoppers, alongside the Travel Retail exclusive London Dry expression, Distillers’ Cut and the highly popular Rhubarb & Ginger, Raspberry and Elderflower gin liqueurs. All expressions come together to showcase the breadth of the range available in-store.
Filled with Wonder was launched in the UK in December 2019 and celebrates the wonder of Edinburgh and its name-sake, pioneering gin. The advertising made its debut in travel retail on a six metre digital display screen in the arrivals hall at Edinburgh Airport and on a 41 sq m digital screen on the Edinburgh Arch, an iconic site unmissable for drivers travelling to and from the airport.
“Our new Wonder Wall bays truly stand out and make an instant impact on passengers, allowing our vibrant, naturally coloured and flavoured gins to shine through,” explains Ian Macleod’s Global Travel Retail Director, William Ovens. “Edinburgh Gin has a wide portfolio of gins in World Duty Free and we look forward to increasing our presence further going forward.”
Launched in 2010 at the forefront of the gin resurgence, Edinburgh Gin is now the world’s number one gin liqueur and the number three super premium gin in the UK domestic market*. Its success has been mirrored in Travel Retail where Edinburgh Gin is the number one selling gin liqueur and the number four global super premium gin.
Edinburgh Gin was recently voted by UK consumers as the most natural gin brand versus its competitors and also ranked number one for interesting flavours**.
*IRI MAT Val, Dec 2020 (Gin and Gin Liqueurs combined)
** Brand Edge, Dec 2020
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